The past two months have been very busy spending time escalating our learning about how Youth’s sense of self or identity relates to their choices of packaging, certain ad appeals and some brands. This has involved many hours interviewing Young people 16 to 24 years.
On May 30th and 31st I am conducting an IQPC course in Singapore to the Asian marketing community where I will be also presenting our latest research on Asian Youth. (You can find this course on IQPC course website www.iqpc.com.sg/AS-3317/2020.)
This is a unique research study as it goes deeper into the hidden aspects of how Youth are biologically pre-programmed to respond in different ways to certain packs, ads and some brands – and what makes them tick.
This research covers:
How to connect with 16 – 24s at a deep level by identifying your target as one of a number of somatically defined identities.
On May 30th and 31st I am conducting an IQPC course in Singapore to the Asian marketing community where I will be also presenting our latest research on Asian Youth. (You can find this course on IQPC course website www.iqpc.com.sg/AS-3317/2020.)
This is a unique research study as it goes deeper into the hidden aspects of how Youth are biologically pre-programmed to respond in different ways to certain packs, ads and some brands – and what makes them tick.
This research covers:
How to connect with 16 – 24s at a deep level by identifying your target as one of a number of somatically defined identities.
How you will know them when you see them – from their different looks, body languages and key words.
How they will know you as one of them when they see and experience your ads, packs and other marketing activities.
This is totally unique research in that is goes into the arena of body language very deeply and how these insights relate to marketing implementation and positioning.
It will help marketers in your choice of talent for ads plus assist in the selection of the shapes, colours, sounds and kinetics of your packaging. Helping to better target your activities and better activate choice through packaging, the brand and product experience.
This study is based on innovative qualitative research techniques eliciting somatic metaphors.
Latest discoveries in neuroscience are showing that our identities (or senses of self) originate in the body and are somatically defined (see Damasio – Somatic Marker Hypothesis). In other words, much of what we experience as humans goes back to the bodily experience – and this can be applied to our experience with packs, products, ads and brands
Our somatic or bodily experiences are not only the building blocks of our senses of self/identity but also of our emotions – and finally our dispositions and choices. All of which are of key relevance to marketers.
In my blog on metaphor (
www.insidemetaphor.blogspot.com ), I discuss more about metaphors and in particular somatic metaphors and their potential relevance to marketing.
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